Why zanzibar chose london buses to promote its tourism brand

Dar es Salaam – Zanzibar has officially launched its first-ever “Visit Zanzibar” marketing campaign in London, deploying the city’s world-famous double-decker buses as moving billboards to showcase the islands.

The campaign first reported by Tanzania’s The Citizen newspaper was unveiled by Tanzania’s High Commissioner to the UK, Mbelwa Kairuki, as a Zanzibar Commission for Tourism (ZCT) initiative aimed at building destination awareness and boosting international arrivals. This landmark push follows Zanzibar President Dr. Hussein Ali Mwinyi’s visit to London in April 2025, during which expanding the islands’ global tourism presence was a key priority.

London Buses Target Global Audience

As part of the promotion, Visit Zanzibar-branded buses now depart from London’s Shepherd’s Bush depot and run across high-traffic central routes, reaching local commuters and the roughly 20 million international visitors who toured the UK capital in 2024. One of the primary routes the busy Route 94 through central London carries the Zanzibar ads past iconic landmarks such as Piccadilly Circus, Regent Street, Oxford Street and Marble Arch. By traversing these famous corridors daily, the Zanzibar campaign ensures the islands’ story is seen by countless residents and tourists in the heart of the city.

Speaking at the launch, Ambassador Kairuki noted that London is among the world’s most visited cities (over 20 million international visitors a year) and a global gateway connecting Europe, North America, the Middle East and Africa. “For Zanzibar, London is an ideal platform to showcase our islands to a truly international audience.

The iconic London bus travels through the very heart of the city, passing millions of residents, commuters and visitors each day, making it one of the most powerful and visible forms of destination advertising,” said Kairuki.

He underscored the significance of this being Zanzibar’s first dedicated outdoor marketing campaign in London, designed to present Zanzibar as a premium destination for culture, heritage and warm-weather escapes while strengthening tourism ties with the UK.

Strategic Drive to Boost Tourism

The Visit Zanzibar campaign is led by ZCT as part of its international marketing and branding strategy. ZCT’s Executive Secretary, Arif Abbas Manji, described the initiative as a historic promotional opportunity to raise Zanzibar’s profile and draw more visitors for greater economic benefit.

The United Kingdom is already a priority source market for Zanzibar’s tourism, officials note, and London’s status as a major travel hub means the campaign will engage a broad international audience daily inspiring many to discover Zanzibar’s beaches, culture and hospitality.

By pairing an iconic advertising medium with a city that attracts tens of millions of travelers each year, Zanzibar aims to strengthen its ties with the UK market, expand long-haul awareness of the islands, and ultimately drive future visitor arrivals and investment.

Tourism is a cornerstone of Zanzibar’s economy, accounting for a significant share of jobs and GDP. The islands have seen record growth in visitors in recent years, with officials projecting around one million tourist arrivals in 2025 the highest in Zanzibar’s history. Against this backdrop, the London bus campaign is one of several efforts to sustain that momentum.

Zanzibar’s tourism authorities have been ramping up global outreach from securing new direct flights to participating in international travel expos as they seek to diversify source markets and cement the archipelago’s reputation as one of Africa’s top island destinations

Source: The Citizen (Tanzania)